Abstract

This study investigates how Gen Z’s use of social networks (SNs) influences their attitudes and behaviours toward sustainable wine. An empirical study has been carried out on a sample of 360 Italian respondents aged between 18 and 25. The descriptive analysis highlights paradoxical patterns, as Gen Z shows low purchase and limited awareness of sustainable wines juxtaposed against their notable interest in sustainable consumption options. The structural equation analysis provides deeper insights, revealing how digital technologies, especially SNs, can play a crucial role in enhancing Z-ers’ attitude towards sustainable wine consumption by reinforcing their knowledge and sustainability awareness. This interplay between knowledge, sustainability orientation, and SNs usage underscores the potential of digital platforms in promoting sustainable wine consumption. Implications underline the need for a nuanced approach to digital technologies and SNs, by emphasizing their potential in shaping sustainable consumption behaviours among young individuals, which requires an alignment of marketing strategies with prevalent usage patterns and a strategic enhancement of SNs roles in education and information dissemination for a more sustainable future.